How social listening drove sales for Georgia Aquarium

Take a page from the organization’s playbook on how to monitor and measure the pulse of your consumers online. Doing so can ensure your next campaign’s success.

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Clients come to agencies’ teams to grab the attention of their audience—and it’s up to us to deliver. Doing that means using any resource we can to gain an edge.

Consumer desires shift constantly, and what mattered yesterday may not matter today (or tomorrow.) Relying on any intelligence that’s not obtained real-time is taking a risk. Here’s how social monitoring software can be the best tool you have, as shown in a recent campaign for Georgia Aquarium.

Crafting a new campaign

We started by trying to understand what visitors love about the aquarium, looking to pinpoint an element that emotionally resonated with them.

To generate ideas, we asked ourselves several questions. What do people like at the aquarium—manta rays, dolphins, penguins? Why do they visit—is it for fun, education or both? Is our audience families with young children?

Those are all logical assumptions, but consumers aren’t grabbed by generalities.

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